• by Fern Siegel , June 20, 2024

A 60-second spot “Hidden” starts with a game of hide-and-seek. But what it shows is how those suffering from anorexia nervosa, bulimia nervosa and binge-eating disorder hide their conditions.

"There’s real subtlety to this work, and there needs to be. In order to reach our audience credibly and authentically, we needed to capture what it looks like and feels like to hide in plain sight. And you can see that reflected in our creative choices. Our imagery is suggestive, but rarely overt. Our music is evocative, but not menacing. When you watch the work as a whole, there is a feeling of Did I see that right? Was that what I think it was?," Sean McBride, CCO of Arnold, told Agency Daily.

The campaign runs online via video, social, and digital display, as well as offline at industry events. 

An estimated 9% of the U.S. population, or 29 million Americans, will have an eating disorder in their lifetime. Some 15% of women will suffer from an eating disorder by their 40s or 50s, but only 27% receive any treatment for it, according to the National Eating Disorders Association.

Three additional 30-second spots focus on a specific eating disorder: anorexia, bulimia, binge eating disorder. All end with the message: “Millions of people are hiding an eating disorder everyday. At Monte Nido, we're ready to help.”

“Tragically, someone dies every 52 minutes from an eating disorder. Raising awareness is crucial to help more people receive the care they need,” said Anthony Modano, Chief Marketing Officer of Monte Nido.

The new campaign marks Arnold’s first work for the organization and Monte Nido’s first national campaign.